Google just rolled out a feature that could change how dealerships think about content creation and brand visibility. Called Search profiles, the new tool gives qualifying creators and publishers a customizable, Google-hosted page that pulls together their articles, videos, and social posts from across platforms. For dealerships operating in competitive markets, this opens up a fresh path to getting noticed.
- Google Search profiles are now live in the U.S. for creators with at least 100,000 followers on Instagram, YouTube, or X (or 300,000 on TikTok).
- Profiles include a “Follow on Google” button, which increases the chances of content appearing in Google Discover feeds.
- Claiming a profile may also trigger the creation of a Google knowledge panel for eligible creators and publishers.
What Are Google Search Profiles?
Search profiles are essentially landing pages hosted by Google. Creators can customize them with an avatar, bio, website link, and connected social and video accounts. They can also pin their latest work and add links to additional resources like merchandise stores.
According to Google’s blog post announcing the feature, “People can easily follow sources from their profile, so they’re more likely to see that content on Discover, found on the home screen of the Google app.”
On mobile, these profiles show up in three places. Users can tap “View Search Profile” at the bottom of a knowledge panel in Search results, tap a publisher or creator’s name above a Discover card, or visit a direct URL that can be shared anywhere.
Eligibility and How It Works
There’s a catch, and it’s a big one. You need at least 100,000 followers on a single supported platform to qualify. Rene Ritchie, YouTube’s creator liaison, confirmed the thresholds in a video: “To be eligible, we have to have a public account with at least 100,000 followers on a single supported platform, Instagram, YouTube, or X. If we only have a public account on TikTok, we have to have at least 300,000 followers.”
Creators must also be at least 18 years old, though Google does allow someone 18 or older to create and manage a profile on behalf of a minor. Once eligible, setup begins at profile.google.com/claim. Profile handles are automatically matched to the creator’s most-followed linked account, and any changes to a profile’s name, social links, or bio require Google approval before going live.
One important detail from Google’s help documentation: creating a Search profile does not affect search ranking. The visibility benefit lives in Discover, not traditional Search results. But that’s still a significant audience, especially for content that reaches local consumers browsing their Google app home screen.
Why This Matters for Dealerships in Competitive Markets
Most individual dealerships won’t hit that 100,000-follower threshold on their own. But dealership groups, regional automotive influencers, and content creators who partner with dealers absolutely could. And that’s where the strategy gets interesting.
Think about a market like used car dealers Dayton, Ohio, where used car dealers compete for the attention of local shoppers against dozens of other lots and online platforms. A content creator who reviews vehicles, covers local automotive news, or produces walkaround videos could build a Search profile that funnels attention back toward a specific dealership partner. Every time someone follows that creator, they’re more likely to see dealer-related content pop up in their Discover feed.
Google also noted that claiming a profile may trigger the creation of a knowledge panel. For any brand trying to establish authority in a local market, a knowledge panel adds instant credibility.
Building Toward the Follow Button
The Follow button is the real prize here. Google has been adding publisher-facing tools to Discover over the past year. In September, Google launched the Follow button for websites and creators on Discover. Google later expanded its Preferred Sources feature to all languages in April, letting people choose which websites they want to see more often in Top Stories and Discover.
Search profiles tie all of these pieces together. Creators now get a Google-hosted page connected to Discover’s Follow button that they can customize themselves. New content from linked platforms typically goes live within 24 hours, according to Google’s help page.
Get Ahead of the Curve Now
Right now, Search profiles are limited to the U.S., and Google has said it plans to expand to more publishers and creators worldwide while adding more capabilities. For dealerships, the immediate action step is clear. Start building relationships with content creators who either have or are approaching that 100,000-follower mark. Investing in video content, social media growth, and authentic storytelling today could pay off as Google continues expanding these tools. The dealerships thinking about Discover visibility now will have a real head start when new eligibility tiers open up.
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